Vendor Profile: Toshiba Touts the Upsell
Future technologies under scrutiny by Toshiba include 3-D and OLED. “However, based on cost and demand, they will not be mainstream retail products in the next year or so,” Ramirez said. “Over the next year, I think various versions of Internet-enabled TV will be the technology that becomes more mainstream.”
The new REGZAs will have a staggered release throughout the summer. Ramirez sees opportunities to snap up some of the premium flat-panel market left underserved from Pioneer’s exit from the TV business. “Our SV670 LED TV series is the perfect replacement,” he said.
Toshiba’s unit growth in the overall TV market, Ramirez said, “outpaced the industry in 2008 and continued to do so in Q1, at over 73 percent.” To bump up sales numbers even further, Toshiba will emphasize a dealer strategy that will “tailor programs that will maximize sales and ROI” for each channel separately. “It’s no longer a one-size-fits-all world,” Ramirez said.
As for consumer outreach, Maria Repole, Toshiba’s assistant vice president, said that the company would be “shifting emphasis in its communication strategy toward more online efforts.” Besides continuing with an ongoing ad campaign in core print and online media, “we will invest in our Web sites, in particular, with an increased focus on search-engine optimization.” Toshiba’s recently redesigned REGZA-specific Web site, www.regza.com, now features what Repole called a “benefit-driven approach centered around lifestyle.”